Studies show that 63% of Americans log on to Facebook daily, and 40% log on multiple times each day. People use the site for myriad reasons; however, it usually serves, on some level, the same basic purposes: distraction and boredom relief. “Likes” and comments are positive reinforcement for posting information, making it difficult for a person to stop. Researchers have found this so common that they created a scale to measure this addiction: The Berge Facebook Addiction Scale.